“What’s your origin story?”

4 days ago, I got asked this same question on LinkedIn.

It got me thinking.

As a coach, your origin (or founders) story matters.

It builds your credibility, connects with your audience, and creates trust.

It’s the narrative that showcases your journey, your struggles, and your triumphs.

Inviting others to see you as someone relatable and authentic.

But crafting a memorable origin story isn’t always easy.

It requires vulnerability and self-reflection.

In today’s post, I’ll walk you through a step-by-step process to create a compelling origin story.

One that resonates with your target audience and sets you apart in a crowded space.

Let’s dive in.

Step 1: Identify the pivotal moments and obstacles

Every compelling origin story starts with a pivotal moment.

A defining experience that sets you on the path to becoming who you are today.

For me, that moment came in 2012 when my life imploded.

Several events caused the liquidation of my business, which led to bankruptcy.

I experienced pain, humiliation, shame, and devastation on an industrial scale.

I lost everything I had worked so hard for and had to move back to my mother’s home with my two children.

However, during this time I experienced an epiphany.

I realised in overcoming my struggles I could support others to navigate theirs.

“Where there’s a will there’s a way,” became a guiding mantra.

Take some time to reflect on your own journey.

  • What were your key experiences and obstacles?
  • What challenges did you face?
  • How did you overcome them?

These pivotal moments will form the backbone of your origin story.

Step 2: Explore your internal and external struggles

Next, explore the emotional side of your challenges.

What fears, doubts, or insecurities did you face?

Even though I still find it uncomfortable, my struggles made me feel not good enough.

I talk about taking full responsibility for my flaws. And the importance of thinking and acting differently.

Describe the clear challenges you faced because of your obstacles.

These might include financial troubles, damaged relationships, or career setbacks.

By sharing vulnerably, you create a connection others relate and feel close to.

Step 3: Identify the catalyst

Now pinpoint the pivotal moment which catalysed your transformation.

Recall the instance when you realised your life was about to change.

The moment your perspective shifted.

What sense of purpose or possibility did you feel?

Describe this in vivid detail.

Invite your audience to experience the excitement and potential you felt.

Step 4: Showcase your unique perspective

Your origin story is an opportunity to highlight what sets you apart as a person and a coach.

What qualities and unique insights do you bring to the table?

  • Building a multi-million pound business from scratch.
  • Losing everything and holding my self accountable
  • Rebuilding my life and retraining

Through these experiences, I’ve learned the power of resilience, empathy and faith.

These attributes continue to shape my coaching style and approach with clients.

Now highlight the skills, insights, and values you’ve gained along the way.

How do they enable you to create powerful results for your clients?

Step 5: Acknowledge your mentors

Reflect on any mentors, supporters, or role models who played a crucial role in your journey.

Acknowledge their impact and the lessons they imparted.

By highlighting the importance of support, you emphasise your own value as a coach.

Step 6: Connect your story to your audience

When you write your origin story, think carefully about your audience.

How does your story speak to their desires, dreams, and goals?

For example, I know how challenging it is to get a coaching business off the ground.

I also know about the ups and downs of growing your business. The pressures both emotionally, mentally, physically and financially.

Show how your experiences link to their pain and path.

This helps your audience see how your coaching could be pivotal to their growth and success.

Step 7: Bringing it all together

With these elements in place, it’s time to put your origin story together.

Consider where and how you’ll be sharing your story.

Adapt the length and depth of your narrative to suit different contexts.

Whether it’s a podcast, a blog post, or a social media update.

Remember, the power of your origin story lies in your authenticity and vulnerability.

Don’t be afraid to share the raw, unfiltered aspects of your journey.

Transparency creates genuine connections.


Crafting a memorable origin story is a cathartic process.

A transformative way to connect with your audience on a deeper level.

Follow this approach as a guide. Integrate your unique experiences to create a compelling narrative.

Share your origin story with others and witness the impact it has on your audience.

You have the opportunity to inspire, empower, and guide others.

Let’s get started.

P.S. If you need a hand with your origin story or how to use your origin story in your marketing, feel free to contact me.

Together, we can unlock your full potential and create a powerful connection with your audience.

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